Abstract:
Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as full simulation does; 2. They attempt to avoid deficiencies of traditional simulated test markets, most especially the expenditure in time and money; 3. They attempt to generate comparable qualitative data in the same way as the traditional advertising pretests. So, abbreviated simulation tests are a mixture between traditional simulated test markets and traditional qualitative advertising pretests. A process of how such an abbreviated simulation test might be conducted is described as a contribution to the current discussion and as a catalyst to trigger further research in this direction.
This could also be of interest:
Research Papers
Abbreviated simulated test markets as advertising pretesting tools
Catalogue: ESOMAR Congress 1987
Author: Jörg Rehorn
 
September 1, 1987
Research Papers
Simulated test markets
Catalogue: Seminar 1983: New Product Development
Authors: Stafford Crossman, Peter J. Hayes
 
November 2, 1983
Research Papers
Simulated test markets
Catalogue: ESOMAR Congress 1988
Authors: Carlos Harding, Bernard Nacher
 
September 1, 1988
